Survey Overview

In 2025, the sensitive skin cosmetics market was 143.5 billion yen, up 6.2% year on year, and has expanded to 1.9 times its size over the past 10 years. Brands with additive free and free from formulations that are gentle on the skin have driven market growth, while demand for high performance products that promote sensitive skin care plus additional care, such as whitening and aging care, has grown since the COVID 19 pandemic.

While the trend toward higher functionality continued in 2025, approaches have evolved toward strengthening skin protection based on skin mechanisms. Through formulation design focused on dermocosmetics and stratum corneum barrier function, a growing preference for total care that provides sensitive skin care for the whole body, and series restructuring suited to changes in age and skin concerns, brands are responding to increasingly diverse consumer needs.

The market is expected to be 150.6 billion yen in 2026, up 4.9% from 2025. The expansion of special care items such as high performance creams and serums, dermocosmetics based on scientific evidence, and high value added products addressing multiple skin concerns is expected to move the market into a further growth phase. This study analyzes product trends among major companies and the market by brand, field, type, channel, and function, and examines future market potential.

Purpose of the Study

In 2025, the sensitive skin cosmetics market was 143.5 billion yen, up 6.2% year on year, and has expanded to 1.9 times its size over the past 10 years. Traditionally, brands with additive free and free from formulations that are gentle on the skin have driven growth in this market. Since the COVID 19 pandemic, demand has also expanded for high performance products that contain functional ingredients and promote sensitive skin care plus additional care, such as whitening and aging care. In 2025, while the trend toward higher functionality continues, approaches have evolved beyond additional care toward strengthening skin protection based on skin mechanisms. Brands are increasing sales by responding to increasingly diverse consumer needs, including through formulation design focused on dermocosmetics and stratum corneum barrier function and by strengthening product lineups that provide total care.

By field, skin care accounts for approximately 70% of the overall market composition. In recent years, many brands have regarded reduced stratum corneum barrier function as a cause of sensitive skin and have advanced product development using formulation design centered on moisturizing and supplementing barrier function. Specifically, Minon (Daiichi Sankyo Healthcare), IHADA (Shiseido), and ETVOS (ETVOS), among others, have conducted brand renewals centered on stronger formulations and strengthened their appeal as high performance sensitive skin cosmetics that can be used with confidence. In fields other than skin care, as noted above, development has accelerated as a preference for total care that provides sensitive skin care for the whole body through daily life has become established, and the market is expanding in every field. In addition, Curél (Kao) is advancing a comprehensive brand strategy, including expanded offerings in the fabric category, which is outside the scope of this study, in addition to cosmetics.

By brand, Curél is the leader, accounting for slightly more than 20% of the overall market, followed by Minon, d Program (Shiseido), La Roche Posay (Nihon L'Oréal), and the MUJI Sensitive Skin Series (Ryohin Keikaku), among others. Minon and d Program have carried out renewals that promote stronger formulations through the inclusion of ingredients that moisturize and improve the skin environment. By reorganizing their series to capture step up demand in response to changes in age and skin concerns, they are increasing brand loyalty.

In 2026, the market is expected to be 150.6 billion yen, up 4.9% from 2025. While high performance products continue to increase sales, special care items such as high performance creams and serums are expected to drive the market. In addition, the presence of dermocosmetics based on scientific evidence is expected to grow further. As the preference for total care that extends across daily life increases, high value added products that address multiple skin concerns are expected to be developed, and the market is expected to move into a further growth phase.

Study Scope and Content

This report conducts an in depth study of the sensitive skin cosmetics market, which is attracting particular attention within the cosmetics market. It analyzes product trends among major companies and the market by brand, field, type, channel, and function, and also examines future market potential.

Study Period

January 2026 to March 2026

Main Survey Items

Brand overview / Brand history / Sales trends / Sales composition by channel / Product strategy / Sales strategy

Some items differ.

Format

A4 size, 145 pages

Publication Date

March 30, 2026

Survey Items (Overall Market Section)

• 1. Scope of the Study
• 2. Market Entry and Development Trends Among Major Companies
• 3. Consumer Awareness and Actual Conditions
  • 3-1. Proportion Self Identifying as Having Sensitive Skin
  • 3-2. Clusters
  • 3-3. Skin Concerns and Products Used by Women with Sensitive Skin
  • 3-4. Actual Usage of Sensitive Skin Brands
• 4. Market Analysis
  • 4-1. Market Size
  • 4-2. Sales by Brand
  • 4-3. Sales by Field
  • 4-4. Sales by Type
  • 4-5. Sales by Channel
  • 4-6. Sales by Function
• 5. Brand Analysis
  • 5-1. Brand Positioning
  • 5-2. Formulations and Testing of Major Brands
  • 5-3. Concepts of Major Brands
  • 5-4. Noteworthy Trends
  • 5-5. New Product Launch Status of Major Brands
• 6. Product Category Analysis
  • 6-1. Development Status by Brand
  • 6-2. Development Status by Field
  • 6-3. Development Status by Field and Type
  • 6-4. Development Status by Price Range
• 7. Sales Analysis of Sensitive Skin Cosmetics
  • 7-1. Sales Channels
  • 7-2. Promotional Activities
• 8. Future Development
  • 8-1. Future Market Potential of Sensitive Skin Cosmetics
  • 8-2. Market Potential by Field

Individual Brand Section

• d Program (Shiseido Co., Ltd.)
• IHADA (Shiseido Co., Ltd.)
• Curél (Kao Corporation)
• Avène (Pierre Fabre Japon Co., Ltd.)
• NOV (Tokiwa Pharmaceutical Co., Ltd.)
• Minon (Daiichi Sankyo Healthcare Co., Ltd.)
• DECENCIA (DECENCIA, Inc.)
• La Roche Posay (Nihon L'Oréal Co., Ltd.)
• Carte HD (KOSÉ Maruho Pharma Co., Ltd.)
• ETVOS (ETVOS Inc.)
• Deux E (Shiseido Co., Ltd.)
• BIODERMA (NAOS JAPAN Co., Ltd.)
• Ceramaid (KOSÉ Cosmeport Corporation)
• AESTURA (Amorepacific Japan Co., Ltd.)
• Jure Rich (Zenyaku Kogyo Co., Ltd.)
• Collage (Mochida Healthcare Co., Ltd.)
• Le Mild (Kenei Pharmaceutical Co., Ltd.)
• Arouge (Zenyaku Kogyo Co., Ltd.)
• MUJI (Ryohin Keikaku Co., Ltd.)

Main Survey Items

• Brand Overview / Brand History / Sales Trends / Sales Composition by Channel / Product Strategy / Sales Strategy
• Some items differ.